The 5 Step Marketing PAS (Problem-Agitate-Solution)

The PAS (Problem-Agitate-Solution) framework is a powerful marketing strategy that focuses on identifying a customer's problem, agitating it to create urgency, and then presenting your product or service as the solution. Here's how you can create a marketing strategy around the PAS framework:

1. Identify the Problem (P)

Start by understanding your target audience's pain points. What challenges are they facing? What keeps them up at night? Your goal is to clearly articulate the problem in a way that resonates with your audience.

• Research your audience: Use surveys, interviews, or social media listening to gather insights.

• Create customer personas: Define who your ideal customers are and what problems they face.

• Highlight the problem: Use language that your audience can relate to. For example:

  • "Struggling to lose weight despite trying every diet?"

  • "Tired of wasting hours on manual data entry?"

2. Agitate the Problem (A)

Once you've identified the problem, amplify it. Make your audience feel the pain more intensely so they realize they need a solution. This step creates emotional urgency.

• Use emotional triggers: Tap into frustration, fear, or dissatisfaction.

• Paint a vivid picture: Describe the consequences of not solving the problem.

  • "Imagine missing out on your dream job because your resume isn't polished."

  • "What if your outdated website is driving customers away?"

• Use statistics or testimonials: Reinforce the problem with data or real-life stories.

  • "90% of businesses fail to retain customers due to poor onboarding."

3. Present the Solution (S)

Now that you've highlighted the problem and agitated it, introduce your product or service as the ultimate solution. Show how it directly addresses the pain points and makes life better for your audience.

• Focus on benefits, not features: Explain how your solution solves the problem.

  • Instead of "Our app has a calorie tracker," say, "Our app helps you lose weight effortlessly by tracking calories and suggesting personalized meal plans."

• Provide proof: Use case studies, testimonials, or before-and-after examples to build trust.

• Include a clear call-to-action (CTA): Tell your audience what to do next.

  • "Start your free trial today and see results in 7 days!"

  • "Download our free guide to fix your resume now."

4. Apply PAS Across Marketing Channels

Once you've crafted your PAS messaging, integrate it into your marketing channels:

• Email Marketing:

  • Subject line: "Struggling to grow your email list? Here's the fix."

  • Body: Agitate the problem (low engagement, wasted time) and present your solution (a proven email marketing tool).

• Social Media:

  • Post: "Tired of losing followers? Our social media strategy guide will help you grow your audience fast!"

• Website Landing Pages:

  • Headline: "Stop wasting time on manual tasks. Automate your workflow in minutes."

  • Sub headline: "Our software saves you 10+ hours a week. Try it free today."

• Video Ads:

  • Show the problem (e.g., someone struggling with a clunky tool), agitate it (highlight the frustration), and then present your solution (your product making their life easier).

5. Test and Optimize

• A/B test your messaging: Try different ways of presenting the problem, agitating it, and offering the solution to see what resonates most.

• Track metrics: Monitor engagement, click-through rates, and conversions to measure the effectiveness of your PAS strategy.

• Refine based on feedback: Use customer feedback to tweak your messaging and make it more compelling.